I usually stay out of commenting on politics. But since Donald Trump is really a businessman, who happens to be running for President, I cannot resist writing my opinion. I think Trump is using the media and his followers to advance his brand name and is not running out of respect for America.
Unlike this political sign here in Exeter, when he says something controversial his brand is not damaged, it is strengthened. News channels like CNN and BBC broadcast his image internationally, free of charge. Many people agree with him and some buy or lease units in his properties. And when they do, his wealth goes up.
So, make no mistake about it, Donald Trump is running as much for increasing his brand’s value as he is for President. As a very, very bright businessman he knows the value of free publicity, which he receives everywhere he goes. And to get coverage today, he needs to provide sound bites that networks can use to draw viewers.
You may be old enough to remember this is the second time he has seriously run for President. I first met Trump in 2000 when he made a number of appearances here in New Hampshire when he was considering a run for President. He was going to run as a Republican until he said this of Republican Pat Buchanan on Meet the Press, “He’s a Hitler lover, I guess he’s an anti-Semite.”
That got media attention, briefly. Then he was rejected by Republicans and later that year tried to run as a Reform Party candidate. And the media just did not think that Party had legs, and it, and Trump, faded into oblivion.
Trump does not like oblivion, so then he went off to do The Apprentice.
Of course Trump thinks he can be President now and is confident he can solve the world’s problems – just listen to him. But I also think he is bright enough to understand that his chances of being elected are slim. And, if he is not elected, the worst case is more people know who he is and want to be associated with him.
Trump’s filings with the Federal Election Commission report annual income of between $456 and $543 million. While Trump, 69, reports a net worth of around $10 billion, the brand value really shows-up in his associated real estate holdings. According to the Wall Street Journal, “Mr. Trump lists 515 companies in which he is a trustee, president, chairman or member. Many are limited liability corporations attached to Mr. Trump’s real estate holdings, including properties in Panama, Istanbul, Mumbai, Puerto Rico and Dubai. Of the 515 entities, at least 391 bear his name.”
Buyers of the units in the 391 properties that bear his name will pay more for his branded units every time they see his image on television. This is sad, but true.
So, if you are one of his supporters who posts his sign on your property, you really should be charging him a fee. Because free-enterprise is something Trump respects!
